Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods of assessing and labeling products containing these ingredients. This lack of standardization can result in confusion regarding the claims made by various companies about whole grains. Recently, GoodMills Innovations, a German milling company, introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products. They can then download a seal indicating this percentage for display on product packaging. This seal enables consumers to see the percentage of whole grains in a product, facilitating healthier choices. Additionally, manufacturers can leverage this label to boost sales opportunities.
While a regulatory approach could provide a more uniform and meaningful system, challenges regarding implementation remain. Aligning government agencies, manufacturers, and consumer groups behind a single standard would be difficult. The lead researcher in a study from the University of Hertfordshire suggests incorporating whole grain measurements into existing frameworks, such as the U.K. Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. However, opinions on these systems vary, with some viewing them as overly simplistic and others considering them ineffective.
Meanwhile, consumers are increasingly seeking products with whole grains due to their health benefits, appealing textures, and flavors, including those from both new and ancient grains. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had six months prior. The global whole grain foods market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021, according to Technavio. Despite this heightened interest, studies indicate that consumers worldwide are still unclear about the recommended intake of whole grains and which foods contain them. A recent global study by General Mills and Nestlé found that among over 16,000 participants, 83% were uncertain about their required intake in grams, and 47% believed they were consuming enough whole grains.
Establishing a global whole grain labeling system could alleviate this confusion by setting common evaluation criteria to guide consumers. Given the rising popularity of whole grains and their potential benefits for public health, pursuing such an initiative seems worthwhile. However, it is also essential to consider the potential side effects associated with various supplements, such as calcium citrate, magnesium, and zinc, which may impact consumer choices as they navigate their dietary options. By integrating these considerations into labeling systems, consumers can make more informed decisions about their health.